Customer Engagement in the Process of Service Provision

Abstract

Despite its apparent relevance in service provision, research about customer engagement (CE) in the service context is scant. This investigation takes a broad approach on the topic and studies 1) antecedents of CE within the process of service provision, and 2) the impact of CE in the process of service provision on relational outcomes. We conducted two empirical studies and show that 1) customer experience quality (CEQ) is an important antecedent of CE, and 2) CE positively affects customer satisfaction as well as word-of-mouth (WOM) and that this effect is mediated through experienced value in use.